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Intent Scoring in Customer.io for Marketplaces

Integrating Summit &

Customer.io

Easily pull the results from your

Intent Scoring

app into your

Marketplaces

workflows and journeys.

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Customizable
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No-code Editable
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Trigger-based
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Flexible

Summit's intent scoring model, when integrated with Customer.io, offers an advanced and nuanced approach to assess a prospect's engagement and intent to purchase, renew, or take an action. This combination leverages both Summit's sophisticated scoring capabilities and Customer.io's robust automation and segmentation features. Here’s how this process is enhanced by integrating with Customer.io:

Key Components of an Intent Scoring Model Integrated with Customer.io

Parameter Inputs

  • Inputs such as web sessions, email interactions, and page visits are essential. The recency of these activities, tracked through Customer.io’s event tracking system, plays a crucial role in scoring.
  • These parameters are adjustable to align with industry-specific triggers, leveraging Customer.io’s ability to capture a wide range of customer data.

Scoring Mechanisms

  • Utilizing decay functions and recency calculations, the model prioritizes recent activities, a feature that syncs well with Customer.io’s real-time data processing.
  • Scores are capped using diminishing returns, ensuring they remain within realistic bounds, a principle aligned with Customer.io’s data-driven approach.

Weighted Scores

  • Activities are weighted differently, a feature that can be customized to match business priorities. Customer.io’s segmentation capabilities can be used to further refine these weightings based on customer behavior patterns.
  • The flexibility of adjusting weights allows for seamless integration with Customer.io’s dynamic segmentation and targeting features.

Overall Intent Score Calculation

  • Summit calculates individual activity scores, which are then aggregated to an overall intent score between 0-5. This score is then utilized within Customer.io for segmenting and targeting customers.
  • The intent score provides a clear and interpretable metric, which can be used within Customer.io to trigger personalized marketing campaigns and automated workflows.

Enhanced Benefits with Customer.io

Simplified Complexity

The integration translates complex engagement behaviors into actionable insights within Customer.io, allowing for more targeted and effective customer interactions.

Customizable Journey Mapping

The flexibility in scoring and segmentation allows businesses to create customized journey maps in Customer.io, tailored to various levels of customer intent.

Balanced Engagement Strategies

The recency and engagement balance in scoring complements Customer.io’s ability to engage customers at the most opportune times.

Actionable Data Insights

The intent score, used within Customer.io, helps prioritize leads, making outreach strategies more efficient and data-driven.

Adaptable Campaigns

The extensible nature of Summit’s scoring system allows Customer.io users to continuously adapt their marketing campaigns and strategies based on evolving customer behaviors and market trends.

The integration of Summit's intent scoring model with Customer.io represents a powerful combination for businesses looking to optimize their lead scoring and engagement strategies. This collaboration provides a data-driven, flexible, and interpretable system for measuring purchase intent, significantly enhancing the ability to prioritize efforts, focus on high-intent leads, and tailor strategies for maximum conversions and customer engagement.

Start using

Intent Scoring

in your

Customer.io

workflows

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Intent Signals (Triggers) for Marketplaces

For an online, multi-sided marketplace, recalculating lead scores is essential to identify and prioritize potential buyers, sellers, or partners who are most likely to engage, transact, and contribute to the growth of the marketplace. The dynamics of a multi-sided marketplace mean considering different types of users and interactions. Here's a list of triggers that could be important for recalculating lead scores in this context:

For Buyers:

Search and Browsing Behavior
  • Frequent searches or views of specific product categories.
  • Changes in search frequency or intensity.
Purchase History
  • Recent purchases or an increase in purchase frequency.
  • Higher average order value or changes in purchasing patterns.
Wishlist or Cart Activity
  • Adding items to a wishlist or shopping cart.
  • Changes in wishlist composition over time.
Engagement with Offers and Promotions
  • Responding to discounts, special offers, or personalized promotions.
  • Participation in loyalty or reward programs.
Review and Rating Activity
  • Posting product reviews or seller ratings.
  • Engaging with other user reviews.
Inquiry and Communication Patterns
  • Increasing inquiries to sellers or customer support.
  • Responsiveness to marketplace communications.

For Sellers:

Listing Activity
  • Frequency and volume of new listings.
  • Updating or enhancing existing listings with better descriptions or photos.
Sales Performance
  • Sales volume and frequency.
  • Positive changes in customer feedback and ratings.
Response to Buyers
  • Timeliness and quality of responses to buyer inquiries.
  • Engagement levels with potential buyers.
Promotional Activities
  • Participation in marketplace promotions or advertising programs.
  • Offering discounts or special deals.
Inventory Management
  • Regular updates to inventory or stock levels.
  • Introduction of new products or categories.
Marketplace Compliance and Quality
  • Adherence to marketplace policies and guidelines.
  • Quality of product listings and accuracy in descriptions.

For Both Buyers and Sellers:

Account Activity
  • Frequency of logins and active sessions.
  • Updates to user profiles or account details.
Community Engagement
  • Participation in marketplace forums or community events.
  • Engaging with other users in the marketplace community.
Referral Activity
  • Referring new users (buyers or sellers) to the marketplace.
  • Engaging with referral program promotions.
Feedback and Surveys
  • Providing feedback through surveys or other feedback tools.
  • Contributing ideas for marketplace improvement.
Mobile App Usage
  • Frequency and duration of app usage.
  • Engagement with app-specific features.
External Factors
  • Changes in market trends relevant to the user’s interests or business.
  • Seasonal factors influencing buying or selling activities.

In a multi-sided marketplace, recalculating lead scores based on these varied triggers can help in effectively segmenting and targeting users, ensuring that marketing and engagement efforts are directed towards the most active and promising users. This approach aids in enhancing user experience, boosting transactions, and driving overall growth of the marketplace.

Learn more about how to connect Summit to Customer.io here.

Everything you need to start scoring leads today.

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